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Shape Tape Becomes Face Tape

Tarte has done it! Shape Tape Concealer has dominated the beautysphere for a long time now. It is Ulta’s Best Selling concealer. Will the foundation version of the full coverage concealer be in your next monthly favorites?

It comes in 50 SHADES!!!

Do you remember when Tarte first tried to launch a Shape Tape-esque foundation about a year ago. The Shape Tape foundation was not the success many of us thought it might be. The original release included a dewy foundation and a matte foundation of the same name. But each formulation was only available in 12 or so shades.

Because the shade range was so far from inclusive, a few big name beauty influencers announced they would not be reviewing the product specifically because of the, well, joke of the shade range that was available. It surely wasn’t the only reason this foundation didn’t maintain interest like the concealer, but it was a big factor.